Recording online activity based on viewing or interacting with television advertisements

A method performed by equipment of a profile provider entity, the equipment having communicative access:

• (i) to computer programs respectively located on a multitude of set-top boxes (STBs) that have respective STB identifiers and that receive respective signals from the Internet and are connected to respective television displays to present content from the received signals via the television displays, and
• (ii) to a data storage containing data comprising a multitude of associations between (A) respective ones of the STB identifiers of the multitude of STBs and (B) online access identifiers of respective of a multitude of computerized online user interface devices, each of the multitude of associations being based on automatically recognizing that the respective computerized online user interface device and the respective STB was connected, independently of each other, to a common local area network,
• the method comprising:
• (a) automatically recording, in a first user profile, indicia of presentation of a first television advertisement via the first STB, as a result of receipt, by equipment of the profile provider, of a notification from the computer program of a first STB that is one of the multitude of STBs, which computer program observes presentation of the first television advertisement, which notification contains (i) indicia of the STB identifier of the first STB, and (ii) indicia of the first television advertisement having been presented via the first STB;
• and
• (b) later, recording online activity of a first online user interface device of the multitude of computerized online user interface devices, and linking in a database the recorded first online activity and indicia of the first television advertisement;
• (c) wherein part (b) is performed automatically as a result of receipt by the equipment of the profile provider of a first online access identifier, which first online access identifier (i) corresponds, at a time of the first online activity, to the first online user interface device, and (ii) is associated, in data in the data storage, with the STB identifier of the first STB.